How the Zero Moment of Truth Requires Us to June 15-18, 2016 Moscone Convention Center ... ·...
Transcript of How the Zero Moment of Truth Requires Us to June 15-18, 2016 Moscone Convention Center ... ·...
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June 15-18 ☻ Moscone Convention Center ☻ San Francisco
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June 15-18, 2016
Moscone Convention Center
San Francisco
How the Zero Moment of Truth Requires Us to Change Sales
Donald Davidoff, President, D2 Demand Solutions
Jason Whittington, VP Business Solutions, Gene B. Glick Company
Joanne Chapman-Reps, Owner, Effective Leadership Solutions, LLC
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• Late 1990s Saferent changed credit screening
• Early 2000s LRO changed pricing
• Mid 2000s Web-based PMS changed property management
• Mid-late 2000s Prospect/Resident portals changed marketing
A Brief History of Multi-family Demand Management
One thing has stayed the same…
Leasing (aka sales)
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SECOND
MOMENT OF
TRUTH
(Experience)
STIMULUS
FIRST
MOMENT OF
TRUTH
(Purchase)
Buying: In the Past
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FIRST
MOMENT
OF TRUTH
(Purchase)
SECOND
MOMENT
OF TRUTH
(Experience)
STIMULUS
ZERO MOMENT
OF TRUTH
(Before Ready
to Purchase)
Buying: Today
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“To Sell Is Human” DANIEL H. PINK
Authenticity
The ‘Old’ ABCs of selling were “Always be Closing”.. the ‘New ABCs’ are Attunement, Buoyancy, Clarity
“Anytime you're tempted to upsellsomeone else, stop what you're doing and upserve instead.”
“To sell well is to convince someone else to part with resources—not to deprive that person, but to leave him better off in the end.”
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“Relationship Selling” Doesn’t Work
Source: CEB, CEB Sales Leadership Council, 2011 as reported in The Challenger Sale by Matthew Dixon and Brent Adamson
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Shopping Styles
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The Prospect Journey
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Sales Approaches: Before and After
TRADITIONAL
PROCESS CENTERED APPROACH
MANAGEMENT
COMPANY
FIRST
CONTACT
TOUR
QUOTE
SIGN
INITIAL LEAD
MOVE-IN
PROSPECT CENTERED APPROACH
PROSPECT
DISCOVERY
IMPLEMENT-
ATION
ADVOCACY
INQUIRY
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A Behavioral Ecosystem
Flexible and
customizable
delivery models for
blended learning
Learn by doing
Pre and post
activities for
stickiness
Integrated
with other key
processes (e.g. recruiting,
onboarding,
rewards…)
High Impact
Behavioral Change
Equip leaders
to model
and coach
Measurement and
follow up
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Results“I feel like I can finally be myself!”
- Leasing Associate
“Not only will I be able to deliver a better experience for prospects by truly listening and identifying their needs, but I will also be able to be more successful personally because they are going to rent more apartments from me!”
- Leasing Associate
We are fortunate to have a sales program centered around truly serving the prospect which complements our company and focuses oncustomer service for our residents, vendors and employees.”
- Regional Manager
“With [our new sales program], our team is building the relationship with the guest, learning about their situation, what they are wanting, what they don’t want and really what’s important to them in how they live their everyday lives. We are able to have more meaningful conversations that ultimately are impactful in the decisions we make to improve our communities and how they are experienced by those who will live here/there.”
- Regional Manager
“The combination of how the community looks, the amenities, the spacious apartments, and the way the leasing agent really listened to what my family and I needed and then showed us the perfect apartment.”
- Prospect survey response
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Results
Source: Glick data from internal Yardi; Market data from www.census.gov
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#NAAEduConf
June 15-18 ☻ Moscone Convention Center ☻ San Francisco
June 15-18, 2016
Moscone Convention Center
San Francisco
Thank You
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